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8 Critical Success Factors For Lead Generation

Mindset: conversation, not campaignsSales and Marketing act as one team Clearly defined ideal customer profileUniversal lead definitionEffective lead management processDatabase treated as a valued assetMulti-modal lead generation portfolioConsistent lead nurturing

Like the ROMI dashboard too - great way to demonstrate. While I'm certainly a fan of the Lenskold stuff, I've actually recently been favoring a return on assets model. Instead of focusing on the channel of delivery, focusing on the investment in a content asset itself. As social and digital continue to drop the price of distribution more and more of the spend should swing to the content itself. So... ROA instead of ROMI...

Where’s buy a list and email the death out of them? (joke) Brian, I love your approach and feel it offers a nice bridge into the ways marketing organizations actually operate (or at least want to) today from the complete inbound camps championed by Hubspot. I'm sure your viewership will take off here on SlideShare....

3.
Lead Generation = Build Relationships
Identify the right people and companies
Initiate a memorable conversation
Nurture them, regardless of timing to buy
Bonus Tip: 90% of B2B customers want their sales person to be more of a resource.
- Cahners Study

4.
Factor 1: Mindset: Conversations vs. Campaigns
• The trusted advisor
– They know you and had a consistent dialog
– You are credible
– They believe you can help them
– They like you and want to work with you
“How you sell me is how you will serve me”

6.
Factor 3: Clearly Defined Ideal Customer Profile
• Sweet spot – ideal fit
– Who do we serve?
– What problem do they face?
– What do we enable them to do?
– What does that mean to them?
Resource: “What’s a Lead? Improve ROI With a Better Lead Qualification Process”
http://www.targetmarketingmag.com/story/story.bsp?sid=39121&var=story

8.
Factor 4: Your Universal Lead Definition
Spectrum for Sales Lead Definition
A response from an individual to a marketing campaign, or
Level 1 someone who has taken proactive steps to demonstrate
interest in your message, product or service.
A meaningful interaction (via phone or email) with an individual
Level 2 meeting the requirements of a fully qualified company and
audience.
Hand off Level 2, plus the individual demonstrates a specific need for
Level 3
To Sales and interest in your product or service.
Level 3, plus the individual is in the process of defining a
Level 4 requirement for your product or service.
Level 4, plus the individual has the responsibility, budget
Level 5 and a defined timeline for purchase.
Source: SiriusDecisions Lead Spectrum 2006 Lead Metrics Study (used with permission)

10.
Factor 5: Effective Lead Management
Tracking and Managing Your Leads
Step Status Description
M-0 Raw Inquiry New inquiry awaiting qualification
M-1 Qualifying Actively qualifying inquiry to determine if "sales ready" or nurture
M-2 Nurturing Nurturing is in progress
M-3 Sales Ready Lead Lead qualified by phone as "sales ready" and sent to sales to be pursued
S-1 Sales Ready Lead Sales Rep calls and determines if lead is actually a viable opportunity
S-2 Opportunity Viable opportunity sales rep actively pursuing
S-3 Profiled Completed written proposal profile and review opportunity assessment
S-4 Proposed Proposal delivered and reviewed with potential customer via phoned or in person
S-5 Committed Potential customer verbally agreed and gave "yes" to proposal - agreement sent
S-6 Active Contract Agreement is approved and signed with start-up retainer invoice sent
S-0 Reengage Was Prospect and dropped out of the sales pipeline and starting over
M-0 Follow-up Sent to marketing for qualification, rescheduling or continued lead nurturing
M-0 Returned This clearly wasn't a lead - returned back to marketing / teleprospecting team

15.
Factor 8: Consistent Lead Nurturing
Relevant and consistent dialog with viable
potential customers, regardless of their
timing to buy.
Bonus Tip: 90% of B2B customers want their sales person to be more of a resource.
- Cahners Study

17.
Developing A Lead Nurturing Program
Step 1: Understand Your Audience
Interview your best clients and prospects
• What are their priorities and challenges?
• What difference did you make?
• What’s your value proposition?